3.SWOT及行销分析.pptVIP

觀光產業分析 －SWOT及行銷分析 鄭健雄 教授兼系主任 休閒學與觀光管理學系 國立暨南大學 行銷概念的重要演進 產品行銷 行銷組合 產品 廣告促銷 通路 價格 目標行銷 了解顧客 市場區隔 差異化 競爭優勢 定位 服務行銷 服務業與服務遞送 與顧客互動 服務過程 服務品質 價值行銷 顧客關係 顧客維持度 顧客價值 口碑介紹 股東價值 ? 行銷策略 的決策核心 原有4P組合 之描述 未來4P組合 之構想 產品(Product) ? 策略企圖心 ? 價格(Price) ? ? 通路(Place) ? SWOT分析 ? 推廣(Promotion) ? ? ? 行銷策略之建構示意圖 threats weaknesses strengths opportunities SWOTAnalysis Business Unit Strategic Planning SWOT Analysis Overall evaluation of a company’s Monitor external internal environment EXTERNAL ENVIRONMENT (OPPORTUNITY THREAT) ANALYSIS A business unit to identify opportunities threats HOW? Monitor key macroenvironment microenvironment factors that affect ability to earn profits Business Unit Strategic Planning- SWOT Analysis Business Unit Strategic Planning- SWOT Analysis 3 main sources of market opportunities Supply something that is in short supply Supply existing product in new way Totally new product or service Problem detection method Ideal method Consumption chain method Business Unit Strategic Planning- SWOT Analysis Market Opportunity Analysis (MOA) Can benefits convince targets? Can reach targets - cost-effective channels? Possess resources to deliver benefits? Benefits better than competitors? Is it profitable? WHY use MOA? Evaluate opportunities Their attractiveness probability of success Business Unit Strategic Planning- SWOT Analysis An environmental threat Challenge by unfavorable trend or development Absence of defensive marketing action Can lower sales or profit Weigh seriousness probability of occurrence Have contingency plans - changes to make before/during threat Figure 2.8 Opportunity and Threat Matrices Figure 2.8 Opportunity and Threat Matrices Business Unit Strategic Planning- SWOT Analysis INTERNAL ENVIRONMENT (STRENGTHS/WEAKNESSES) ANALYSIS Go for opportunities where it Has required strengths? OR Need to develop certain strengths? Critical - interdepartmental work relationships Superior in